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Our latest webinar unpacked the 3 biggest myths holding B2B eCommerce back from platform paralysis to internal misalignment—and how to overcome them with practical, field-tested strategies. and Matt Boland.
If you’re leading eCommerce inside a manufacturer or distributor, there’s a good chance at least one of these myths is costing you real results:
1. “If we build it, they will come.”
Launching a portal doesn’t equal adoption. The hard part is change—inside the business and with customers. That means internal education, rep enablement, and intentional rollout plans. This is a program, not a project.
2. “B2B buyers want a B2C experience.”
Not quite. They want something better: speed, control, and real-time answers—especially around pricing, availability, and status. They’re not browsing. They’re solving problems, managing inventory, and placing large, complex orders. Your site needs to reflect that reality.
3. “Our ERP can handle eCommerce.”
This is still one of the most common traps. ERP modules weren’t built for front-end commerce, product discovery, or user experience. That’s why companies outgrowing ERP-native solutions are now moving to purpose-built platforms—and seeing ROI faster.
Key takeaway?
Success in B2B eCommerce isn’t about platforms alone. It’s about strategy, internal alignment, and execution—especially on adoption.
